To familiarise students with the Advertising and Marketing Communications industry and how it works.
Section 1
The Advertising and Marketing Communications industry in Ireland - key players and what they do (Advertising, Media, PR, Digital Marketing agencies etc); international affiliations and their implications.
Section 2
Agency structure: niche to full-service players; job roles and descriptions of account handlers/client services executives; the copywriter and art director; planners; media buyers and planners; production.
Section 3
Choosing agencies and building relationships; different perspectives - working with a client and working with an agency.
Section 4
Issues facing the industry: remuneration; technology; agency ownership; globalisation; budgets, accountability and return on investment.
Section 5
The role of key associations and what they do - ASAI, BAI, IAPI, AAI, PRII, IAB
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |